For College Students, Halloween Comes with a Side of Nostalgia
For College Students, Halloween Comes with a Side of Nostalgia
We asked over 1,200 college students about their Halloween plans and costumes. The results were less trendy, and more traditional, than we expected.
We asked over 1,200 college students about their Halloween plans and costumes. The results were less trendy, and more traditional, than we expected.
THE TOPLINE: Halloween Is a Major Fall Social Event
THE TOPLINE: Halloween Is a Major Fall Social Event
Halloween is a major fall social event for college students. The vast majority of students (88%) plan to celebrate in some way, and they’re willing to spend on their costumes.
Halloween is a major fall social event for college students. The vast majority of students (88%) plan to celebrate in some way, and they’re willing to spend on their costumes.
Key Findings:
81% of students plan to dress up for Halloween, and over half intend to DIY their costume
On average, students expect to spend $56.35 on their costume
78% of college students plan to attend a Halloween party
Students who plan to dress up overwhelmingly prefer nostalgic costumes to pop culture references
81% of students plan to dress up for Halloween, and over half intend to DIY their costume
On average, students expect to spend $56.35 on their costume
78% of college students plan to attend a Halloween party
Students who plan to dress up overwhelmingly prefer nostalgic costumes to pop culture references
88% of college students plan to celebrate Halloween in some way.
88% of college students plan to celebrate Halloween in some way.
METHODOLOGY: A National Survey of Students Halloween Plans
METHODOLOGY: A National Survey of Students Halloween Plans
In September 2025, we conducted a national survey to assess college students’ Halloween plans. We received 1,222 complete responses from students across 36 states and 102 universities. Responses were analyzed to identify key trends, spending habits, and predictions related to Halloween
In September 2025, we conducted a national survey to assess college students’ Halloween plans. We received 1,222 complete responses from students across 36 states and 102 universities. Responses were analyzed to identify key trends, spending habits, and predictions related to Halloween
INSIGHT: Most Students Will Attend At Least One Halloween Party
INSIGHT: Most Students Will Attend At Least One Halloween Party
College students are enthusiastic about celebrating Halloween. 78% of students plan to attend at least one large or small social gathering, and 21% plan to attend both a large and small social gathering. Nearly half of students plan to decorate their living spaces.
College campuses function less like a collection of individual consumers and more like a dynamic, self-contained ecosystem in which physical proximity is the most powerful predictor of student behavior. The shared experience and environment of campus life, rather than traditional demographic markers like class, age, or income, creates the cohort.
As a result, college is both a place and a distinct cultural moment, one where students are especially open to new ideas, habits, and brands. 89% of students want to step out of their comfort zones while in college, and 79% love experimenting with new and different brands. They’re also highly attuned to their peers, simultaneously influencing and being influenced in turn.
How do you plan to celebrate Halloween?
Select all that apply.
INSIGHT: Students Overwhelmingly Favor Traditional Halloween Costumes
INSIGHT: Students Overwhelmingly Favor Traditional Halloween Costumes
Among students who plan to dress up, they overwhelmingly prefer traditional costumes like cats, princesses, and pirates over pop culture. Even the two exceptions—Teen Titans and Monster High—originated in the early 2000s, suggesting that this year’s spooky season comes with a side of nostalgic vibes.
Among students who plan to dress up, they overwhelmingly prefer traditional costumes like cats, princesses, and pirates over pop culture. Even the two exceptions—Teen Titans and Monster High—originated in the early 2000s, suggesting that this year’s spooky season comes with a side of nostalgic vibes.
College Students’ Top 10 Halloween Costumes
College Students’ Top 10 Halloween Costumes
Fairy 🧚
Princess 👑
Cat 🐈
Witch / Wizard 🪄
Vampire 🧛
Fairy 🧚
Princess 👑
Cat 🐈
Witch / Wizard 🪄
Vampire 🧛
Raven from Teen Titans 🐦⬛
Pirate 🏴☠️
Batman 🦇
Monster High 👾
Cowboy / Cowgirl 🤠
Raven from Teen Titans 🐦⬛
Pirate 🏴☠️
Batman 🦇
Monster High 👾
Cowboy / Cowgirl 🤠
We also asked students to predict their peers’ top costumes. While students are choosing nostalgic costumes for themselves, they often think their peers will choose something more modern (we’ve seen this mismatch show up in student streaming habits, too). Here are their predictions for how their peers will dress up:
We also asked students to predict their peers’ top costumes. While students are choosing nostalgic costumes for themselves, they often think their peers will choose something more modern (we’ve seen this mismatch show up in student streaming habits, too). Here are their predictions for how their peers will dress up:
How Students Predict Their Peers Will Dress Up
How Students Predict Their Peers Will Dress Up
Cat
Devil / Demon
K-pop Demon Hunters
Taylor Swift
Cowboy / Cowgirl
Cat
Devil / Demon
K-pop Demon Hunters
Taylor Swift
Cowboy / Cowgirl
Witch / Wizard
Princess
The Lorax
Angel
Vampire
Witch / Wizard
Princess
The Lorax
Angel
Vampire
INSIGHT: Students Embrace DIY Costumes, but They Aren’t Skimping on Budget
INSIGHT: Students Embrace DIY Costumes, but They Aren’t Skimping on Budget
54% of students plan to DIY their Halloween costumes, but that doesn’t necessarily mean they’re on a shoestring budget. On average, students expect to spend $56.35 on their costume.
Group costumes are also a popular choice. Among students who plan to dress up for Halloween, 58% will do so as part of a group or couples costume.
54% of students plan to DIY their Halloween costumes, but that doesn’t necessarily mean they’re on a shoestring budget. On average, students expect to spend $56.35 on their costume.
Group costumes are also a popular choice. Among students who plan to dress up for Halloween, 58% will do so as part of a group or couples costume.
How do you plan to bring your Halloween costume to life?
How do you plan to bring your Halloween costume to life?
Will your Halloween costume be a part of a group or couples costume? (excludes students who do not plan to dress up)
Will your Halloween costume be a part of a group or couples costume?
(excludes students who do not plan to dress up)
On average, students expect to spend $56.35 on their Halloween costume.
On average, students expect to spend $56.35 on their Halloween costume.
Sandwiched between back-to-school and the holidays, Halloween is easy for marketers to overlook. But our research shows that it’s a major advertising opportunity for brands that want to reach college students. They’re excited, planning to celebrate, and ready to spend on brands that can help them maximize the celebration.
Sandwiched between back-to-school and the holidays, Halloween is easy for marketers to overlook. But our research shows that it’s a major advertising opportunity for brands that want to reach college students. They’re excited, planning to celebrate, and ready to spend on brands that can help them maximize the celebration.
College Inc. — Your Partner in Winning Gen Z
College Inc. — Your Partner in Winning Gen Z
College Inc. is your partner in winning the college audience, and back-to-school is the biggest opportunity to reach Gen Z consumers all year. Our platform is a one-stop-shop for ad space on campus, and we integrate large-scale student data research to provide your brand with actionable insights to reach and engage Gen Z.
College Inc. is your partner in winning the college audience, and back-to-school is the biggest opportunity to reach Gen Z consumers all year. Our platform is a one-stop-shop for ad space on campus, and we integrate large-scale student data research to provide your brand with actionable insights to reach and engage Gen Z.
Ready to see what our research can uncover for your brand?
Book a call with a College Inc. strategist today or learn more about our insights into the college audience.
Ready to move beyond assumptions and start speaking the college audience’s language?
Book a call with a College Inc. strategist today and start shaping campaigns that connect.